2022
9
UK Intimate Hygiene and Sanitary Protection Products Market Report 2022
2022-03-10T03:05:09+00:00
OX1100775
2600
148740
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Report
en_GB
“The sanitary protection segment of the market continues to struggle to grow its value, although an ageing population and rise in conditions that have strong risk factors for incontinence look…

UK Intimate Hygiene and Sanitary Protection Products Market Report 2022

 2,600 (Excl.Tax)

Description

The UK Intimate Hygiene and Sanitary Protection Products report identifies consumer attitudes towards the feminine hygiene market, factors for increased usage in intimate hygiene products, and adult incontinence product usage in the UK. This market report covers the market size, market forecast, market segmentation and industry trends for the Intimate Hygiene and Sanitary Protection Products market in the UK.

Current Market Landscape

Despite a falling birth rate, the UK market for intimate hygiene, sanitary protection and incontinence products is in decline. Essential products for many, the total market value fell by £13 million from £484.1 million between 2020 and 2021.

  • 37% of those who use disposable pads are interested in reusable sanitary protection.
  • 35% of female and transgender males express an interest in reusable sanitary protection products.

British consumers are bracing themselves for tax rises, increasing energy costs and consumer price inflation which left many struggling to pay for the basics of food, heating and other essentials. This is likely to see a rise in period poverty in the UK with the Bloody Good Period charity noting a six-fold rise in the number of period products it supplied during the pandemic.

Future Market Trends in Intimate Hygiene and Sanitary Protection 

In terms of frequency of product purchase, the biggest threat to the category comes from a switch from single use to reusable products. Whilst the initial higher costs of product outlay could boost the market in the short term, a new strategy will be needed to secure repeat sales.

The incontinence market represents the strongest growth opportunity for the market as a result of an ageing population coupled with a rise in health conditions that present strong risk factors for incontinence. Furthermore, bladder weakness occurs among all genders thus creating a larger potential user base in the mid- and longer-term future.

Read on to discover more details or take a look at all of our UK Health and Wellbeing market research

Quickly understand

  • Menstruation rates and usage of sanitary protection.
  • Interest in reusable sanitary protection.
  • Usage of intimate hygiene products and consideration factors for increased use.
  • Incontinence rates, adult incontinence product usage and purchase.

Covered in this report

Products: Tampons (applicator and non-applicator, scented tampons, lubricated tampons, reusable sponge tampons), sanitary towels (wings and without wings), reusable sanitary towels, reusable menstrual cups, panty liners.

Brands: Always, Tampaz, Bodyform, Lil-Lets, Carefree, Kotex, Femfresh, Canesbalance, Balance Activ, Canestest, TENA, iD, M&S (Marks & Spencer), Boots the Chemist, Yoni, Natracare, Depend, Bodyform, Attends, Alvita, Essity, Morrison’s, Church & Dwight, Walgreen’s Boots Alliance, Wal-Mart, Sainsbury’s, Bodywise, Superdug, &Sisters, Proctor & Gamble, Dr August Wolff Gmbh & Co, Combe International.

Expert analysis from a specialist in the field

This report, written by Roshida Khanom, a leading analyst in the BPC sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The sanitary protection segment of the market continues to struggle to grow its value, although an ageing population and rise in conditions that have strong risk factors for incontinence look favourable for future incontinence product value sales. The impact of single-use products is increasingly front of mind for retailers and consumers alike and is set to create enhanced demand for products that minimise post-use impact on the environment. This will create a new angle for innovation to address hygiene concerns around reusables and (now that pandemic restrictions have lifted), to prioritise out-of-home product use.

Roshida Khanom
Category Director BPC

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • Economic and other assumptions
    • Products covered in this Report
    • Sanitary protection products
    • Intimate hygiene products
    • Adult incontinence products
    • Excluded
  2. Executive Summary

    • The five-year outlook for intimate hygiene and sanitary protection products
      • Figure 1: Category outlook for intimate hygiene, sanitary protection and adult incontinence products, 2022-26
    • The market
    • Slow growth in incontinence and intimate hygiene in a post-pandemic world
      • Figure 2: UK retail value sales forecast of intimate hygiene, sanitary protection and adult incontinence products, 2016-26
    • Companies and brands
    • Discounting hits leading sanitary protection brands
      • Figure 3: UK retail value sales of sanitary protection products, by brand, 2021
    • End of lockdowns will benefit on-the-go products in feminine hygiene
      • Figure 4: UK retail value sales of intimate hygiene, by brand, 2021
    • Cause-based strategy promotes growth for brands doing it well
      • Figure 5: UK retail value sales of incontinence products, by brand, 2021
    • The consumer
    • Period care brands should address stress among users
      • Figure 6: Menstrual status, by age 2021
    • Convenience and hygiene favours single-use products
      • Figure 7: Usage of sanitary protection products, 2021
    • Interest in reusables is high
      • Figure 8: Interest in reusable sanitary protection products, 2021
    • Eco-benefits drive interest in reusables, but value is close behind
      • Figure 9: Reasons for interest/usage of reusable sanitary protection products, 2021
    • But hygiene is a barrier
      • Figure 10: Barriers to using reusable sanitary protection products, 2021
    • Time for diagnostic intimate hygiene
      • Figure 11: Usage of intimate hygiene products, 2021
    • Explore eco and natural options for intimate hygiene
      • Figure 12: Factors that would encourage the use of intimate hygiene products, 2021
    • Generate awareness for incontinence
      • Figure 13: Experience of incontinence, 2021
    • Format familiarity dictates product preferences
      • Figure 14: Usage of incontinence products, 2021
    • Grocery stores can play a bigger role in eco-accountability
      • Figure 15: Buying behaviours for incontinence products, 2021
  3. Issues and Insights

    • The end of period shaming and the start of a new era in menstrual health
    • Counterintuitive brand strategy to reduce prevalence of incontinence
    • Shifting focus to bladder care to add value to intimate hygiene
  4. Market Size and Performance

    • Tackling period poverty could hit bottom line
      • Figure 16: UK retail value sales forecast of intimate hygiene, sanitary protection and adult incontinence products, 2016-26
  5. Market Forecast

    • Pandemic pressures contribute to decline
      • Figure 17: Category outlook for intimate hygiene, sanitary protection adult incontinence products, 2022-26
    • Little long-term change
      • Figure 18: UK retail value sales forecast of intimate hygiene, sanitary protection and adult incontinence products, 2016-26
    • Market drivers and assumptions
      • Figure 19: Key drivers affecting Mintel’s market forecast, 2015-26
    • Forecast methodology
  6. Market Segmentation

    • Incontinence products almost level with sanitary protection
      • Figure 20: UK retail value sales of intimate hygiene, sanitary protection and adult incontinence products, by segment, 2020-21
    • End of social distancing restrictions to lift some segments
    • Adding value could unlock growth in declining segments
  7. Channels to Market

    • Bricks & Mortar stores must expand brand offerings to retain relevance
      • Figure 21: UK retail value sales of intimate hygiene, sanitary protection products and adult incontinence products, by retail channel, 2020 and 2021
    • Grocery best-placed to tap into higher value reusable products
  8. Market Drivers

    • Offer menstrual support for the ageing population
      • Figure 22: Trends in the age and gender structure of the UK population, 2015-25
    • Ageing population will impact incontinence rates
    • Incontinence could follow rise in obesity and diabetes
      • Figure 23: Trends in the NHS hospital admissions related to obesity* and diagnoses of diabetes, 2015-19
    • Declining birth rate increases need for period products
      • Figure 24: Females using Sexual and Reproductive Health Services for contraception, in England, by main method of contraception, 2018-21 (‘000s)
    • Sustainable solutions could address period poverty
    • Tackle ‘incontinence-poverty’
    • Gender inclusivity heralds new narrative, imagery and packaging
    • Educational schemes seek to drive social and environmental change
    • Inflationary pressures are mounting
    • Consumers’ financial wellbeing has slipped from its recent high point…
    • …and concerns over inflation are coming to the fore
      • Figure 25: Consumer concerns over cost-of-living changes, 2021
    • Summary of key economic data, 2020-26
      • Figure 26: Key economic data, 2020-26
  9. Market Share

    • Discounting erodes value sales, but natural and sustainable brands are pushing back
      • Figure 27: UK retail value sales of sanitary protection products, by brand, 2020 and 2021
    • Out-of-home to increase demand for on-the-go formats
      • Figure 28: UK retail value sales of intimate hygiene, by brand, 2020 and 2021
    • Strategic achievements propel growth for Always Discreet
      • Figure 29: UK retail value sales of incontinence products, by brand, 2020 and 2021
  10. Launch Activity and Innovation

    • Innovation dips but launches lag for market mainstays
      • Figure 30: New product development in the UK intimate hygiene, sanitary protection and adult incontinence market, by product segment 2018-21
    • Innovation fragmented by ultimate company
      • Figure 31: New product development in the UK intimate hygiene, sanitary protection and adult incontinence market, by ultimate company 2021
    • Stand out packaging heralds a new era for period narrative
      • Figure 32: Product launch type in the UK intimate hygiene, sanitary protection and adult incontinence market, 2021
      • Figure 33: Examples of new packaging NPD in the UK intimate hygiene, sanitary protection and adult incontinence, 2021
    • Gender neutrality challenges feminine dominance of period care
      • Figure 34: Organic cotton sanitary towels for day use, Superdrug Luna, 2020
    • Incontinence packaging still hiding in the shadows
    • Eco-launches continue to focus on production and not post-usage in sanitary protection
      • Figure 35: Top five claims in the UK sanitary protection market, 2021
      • Figure 36: Examples of ethnical & environmental product launches in sanitary protection, 2021
    • Botanical claims feature highly in intimate hygiene products
      • Figure 37: Top seven claims in the UK intimate hygiene market, 2021
    • On-the-go innovation caters to more time spent out-of-home
    • Incontinence products prioritise dermatological claims
      • Figure 38: Top six claims in the UK adult incontinence market, 2021
  11. Advertising and Marketing Activity

    • Declining spend points to switch to social
      • Figure 39: Recorded above-the-line, online display and direct mail advertising expenditure on sanitary protection, intimate hygiene and adult incontinence products, by media type 2018-21
    • Social media turns menstruation into a positivity movement
    • Breaking taboos starts new narrative
    • Brands challenge period shaming through imagery and dialogue
      • Figure 40: Bodyform advert for Intima period pants, 2021
    • Above-the-line marketing less effective than in-store and online education
      • Figure 41: Recorded above-the line, online display and direct mail advertising expenditure on sanitary protection, intimate hygiene and adult incontinence products, by segment, 2018-21
    • Investing in incontinence drives share of adpsend for P&G and Essity
      • Figure 42: Recorded above-the line, online display and direct mail advertising expenditure on sanitary protection, intimate hygiene and adult incontinence products, by leading companies 2021
    • Nielsen Ad Intel coverage
  12. Brand Research

    • Brand map
      • Figure 43: Attitudes towards and usage of selected brands, 2022
    • Key brand metrics
      • Figure 44: Key metrics for selected brands, 2022
    • Brand attitudes: Bodyform offers good value
      • Figure 45: Attitudes, by brand, 2022
    • Brand personality: Mainstream brands most accessible
      • Figure 46: Brand personality – macro image, 2022
    • Yoni brings glamour to mature market
      • Figure 47: Brand personality – micro image, 2022
    • Brand analysis
    • Always Discreet seen as a quality brand that instils high levels of trust
    • Bodyform could add a touch of glamour
    • Femfresh is not reaching biggest users of intimate hygiene products
    • Canesbalance has a niche market
    • Yoni is seen as more glamourous than other brands covered in Mintel’s brand research
  13. Menstrual Status

    • Making a difference through focus on problematic periods
      • Figure 48: Menstrual status, 2021
    • Acknowledge impact of stress on menstrual cycles
      • Figure 49: Menstrual status, by age 2021
  14. Usage of Sanitary Protection Products

    • Disposable brands dominate, but fail to focus on end-of-life impact
      • Figure 50: Usage of sanitary protection products, 2021
    • Reusable products need to address more than sustainability and landfill
  15. Interest in Reusable Sanitary Protection Products

    • Reusable sanitary protection holds lower appeal to over-35s
      • Figure 51: Interest in reusable sanitary protection products, 2021
    • Eco-benefits drive interest in reusables, but value is close behind
      • Figure 52: Reasons for interest/usage of reusable sanitary protection products, 2021
    • Use skin health to drive interest
    • Make on-the-go usage easier
    • Single-use brand extensions could tackle trust issues
      • Figure 53: Barriers to using reusable sanitary protection products, 2021
  16. Usage of Intimate Hygiene Products

    • Offer added benefits to drive use of non-topical intimate hygiene
      • Figure 54: Usage of intimate hygiene products, 2021
    • Use gender-inclusive intimate hygiene to tackle bladder weakness
    • Align intimate hygiene with body positivity
      • Figure 55: Usage of intimate hygiene products, by age, 2021
    • Ensure affordability with eco and natural options
      • Figure 56: Factors that would encourage the use of intimate hygiene products, 2021
    • Younger adults looking for more from their products
      • Figure 57: Those who would consider using intimate hygiene products more if they were easier to find in stores, or were multipurpose, by age, 2021
  17. Adult Incontinence Status

    • Diabetes doubles, and could impact experience of incontinence
      • Figure 58: Experience of incontinence, 2021
    • Dignity and discretion to set incontinence brands apart
  18. Usage of Adult Incontinence Products

    • Hygienic disposal prized over reusable products
      • Figure 59: Usage of adult incontinence products, 2021
    • Format familiarity dictates product preferences
  19. Buying Adult Incontinence Products

    • Retailers can play a bigger role in eco-accountability
      • Figure 60: Buying behaviours for adult incontinence products, 2021
    • Preference for privacy when learning about new products
    • Above-the-line spend falls short of the mark
  20. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  21. Appendix: Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 61: UK value sales of intimate hygiene, sanitary protection and adult incontinence products, 2016-26
      • Figure 62: UK retail value sales forecast of intimate hygiene products, 2016-26
      • Figure 63: UK retail value sales forecast of sanitary protection products, 2016-26
      • Figure 64: UK retail value sales forecast of adult incontinence products, 2016-26
    • Market drivers and assumptions
      • Figure 65: Key drivers affecting Mintel’s market forecast, 2021-26
    • Forecast methodology

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